Britvic to axe full-sugar Robinsons
Robinsons is in line for a packaging update this year
Britvic is to scrap its full-sugar Robinsons cordials and sell an expanded range of no-added sugar flavours as it attempts to revive the brand.
The UK soft drinks producer, which has called 2015 its “year of innovation”, confirmed today its full-sugar Robinsons range will be discontinued from this Spring. Britvic will also roll out new flavours Lemon & Mango, Orange & Raspberry, Apple & Blackcurrant and Orange, Passion Fruit & Pineapple.
Britvic said the decision to discontinue the full-sugar flavours will cut “billions” of calories from the UK soft drinks market and forms part of its 2020 health commitments. The company has pledged to reduce the average number of calories consumed per serve by 20% and ensure that 60% of its new products will be lower in sugar or "nutritionally enhanced".
Robinsons' main market is the UK, where Britvic saw its overall stills volumes fall by 5% in its full-year results, released in November. The fall was driven by declines in Robinsons and J20, Britvic said.
Announcing the results, CEO Simon Litherland said that the Robinsons brand will be a “big focus” for next year, with new packaging and a marketing campaign in the pipeline.
On Wednesday, Britvic will report its Q4 and full-year results. Here, just-drinks takes a look at the company's performance in the three months to the 28 September:...
Britvic wants to position sparkling fruit drink Purdey's as the alternative gin mixer to tonic as its prepares a new brand campaign featuring UK actor Idris Elba....
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